“For once, someone made a song and video about us, showing us, our work!”
— thoughts of a waste picker about BBC Media Action India's Happy Number campaign
Activities and impact
Social media analytics
By the end of February 2022, the #Invaluables social media campaign earned 29.8 million impressions, reaching an estimated 2.9 million social media users in Bengaluru i.e., roughly 25% of the city’s population.
The campaign also witnessed an online engagement of nearly 20%.
- Impressions: 29,827,468
- People reached: 2,997,135
- Views: 4,743,309
- Engagement rate: 20.2%
Press coverage of #Invaluables
The Bengaluru press has grown interested in Saamuhika Shakti's work over the months.
More than 50 stories about both phases of the #Invaluables campaign, informal waste pickers and the work of Saamuhika Shakti have been published across print and online media. Popular FM radio stations in Bengaluru also provided wide coverage of both phases of the campaign.
This press coverage is extremely valuable as it helps to further disseminate the message of the important role waste pickers play in our lives.
Insights from impact evaluation of phase 1 of #Invaluables
The research findings from the first phase show that the #Invaluables campaign was successful in moving the needle on better visibility of informal waste pickers. On an overall basis, the online positive chatter has translated into improved awareness about informal waste pickers and offline discussions on waste management and about informal waste pickers - amongst friends and family.
BBC Media Action’s impact evaluation